Set-jetting, “cool-cations” and solo travel top the list of Virtuoso’s hottest travel trends for 2025. The data and insights come from the luxury consortium’s network of travel advisors, preferred partners and ultra-high/high-net-worth clientele. Here's what Virtuoso says is trending this year:
Movie and TV-Inspired Travel
Virtuoso dubs it “Reel Roaming,” we’ve heard the term set-jetting been used; whatever you want to call it, travel inspired by movies and TV shows are continuing to gain momentum. The biggest force driving this trend, not surprisingly, is HBO’s “The White Lotus.” Following the release of Season Two in October 2022, Virtuoso data revealed a 424 percent surge in travel bookings to Sicily. Likewise, luxury travel to Thailand has seen a strong start in 2025, with bookings from U.S. travelers up by 41 percent and sales continuing to climb. The average daily rate (ADR) has also risen by 10 percent.
Research from GetYourGuide also supports this. Three-quarters of fans say “The White Lotus” has influenced their travel more than any other show. So far, 31 percent have already visited Hawaii, Italy or Thailand because of it, while 68 percent plan to visit these iconic filming locations.
Arctic Adventures
Whether it’s because travelers are looking to avoid crowds in warm-weather destinations or because they are trying to avoid the heat altogether, travelers are flocking toward cooler climates in 2025. “Ice-olated Escapes” was one of the top trends in Virtuoso’s 2025 “Luxe Report,” published late last year and now the luxury travel agency network is saying polar safaris, in particular, are on the rise. These excursions offer encounters with the region’s most elusive wildlife in their natural habitats (for example, penguins in Antarctica, polar bears in South Georgia and narwhals in Canada) but equally, if not more, importantly, they also support vital conservation projects. In short, they’re a win-win for travelers: bragging rights for gorgeous photography as well as impactful journeys.
Solo Female Cruise Travel
Solo travelers (particularly women) continue to blaze trails, says Virtuoso. Recent data shows that females now make up 71 percent of solo travelers and, increasingly, they’re embracing traditionally group-oriented experiences such as cruising. Why? According to Virtuoso, promoting personal growth and self-reliance, solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers (if desired). Many exploration lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers. In its 2025 “Luxe Report,” Virtuoso also noted that cruising can provide a sense of security.
Pet-Friendly Travel
No more leaving your “fur babies” behind. High-end airlines and hotels are rolling out the red carpet for pets, offering animal-friendly accommodations, exclusive amenities and even first-class travel options. Pet owners, Virtuoso reports, are happily splurging to ensure their furry companions travel in comfort. Distance is no barrier—from weekend getaways to international trips, travelers are eager to bring their passported pooches along.
Sustainability in Focus
Sustainability is increasingly a greater factor in travel choices, with 26 percent of Virtuoso advisors saying their clients are committed to reducing their carbon footprint by supporting carbon offsetting initiatives. According to a recent survey of Virtuoso travelers, 59 percent are willing to spend more on responsible travel if they know how the funds are being used. Virtuoso advisors can help guide clients toward destinations and partners that align with their values and interests, so that having a positive impact and traveling well go hand-in-hand.
Trending Destinations This Summer
When looking at where travelers are headed this summer, as always, the European summer continues to reign supreme. Specifically, travelers are showing more interest beyond Europe’s top cities. The U.K. countryside saw a 173 percent increase in sales last year and the Algarve saw a 110 percent increase. The Athenian Riviera is a hot destination, too, as hotel ADRs showed a 132 percent increase year-over-year.
Following the “cool-cations” trend that emerged in recent years, European destinations with more moderate climates, including Scandinavia, Iceland, Denmark, Finland, Iceland, Norway and Sweden, have thus far seen a 263 percent year-over-year increase for travel already booked for this summer. The slopes are calling, too, as Courchevel saw a 132 percent jump in sales over 2024, as well as St. Moritz (+153 percent) and Val-d’Isere (+457 percent).
The hottest destination on the rise in Europe, based on year-over-year sales for travel already booked for this June, July and August, is Slovenia (+473 percent). Other places to watch this summer include Croatia (+356 percent), Malta (+108 percent), Montenegro (+24 percent), Türkiye (+272 percent), Austria (+254 percent), Czech Republic (+309 percent), Germany (+59 percent) and Hungary (+143 percent).
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